ACNE

Acne Jeans started in 1997 when one of the founders, Jonny Johansson, designed 100 pair of jeans in raw denim with red stitches. The jeans were handed out among friends, family and clients who led to the immediate awareness amongst fashion editors, stylists and consumers. The innovative design and the effortlessly cool look were keyfactors behind the instant success, and the jeans with the red stitches became cult items. In order to meet the growing demand, Johansson put them into production and the brand Acne was born. 

Today the Acne family is large, and there is a sort of cohesiveness existing amongst the consumers – which makes Acne more than just a brand. There is some talk of an ‘Acne lifestyle’ which finds expression both among the consumers as well as in the products.